Bartle Bogle Hegarty, London

  • 60 Kingly Street Soho
  • London W1B 5DS
  • United Kingdom
  • Phone: 020 7734 1677
  • Fax: 020 7437 3666
  • Country Phone Code: 44

Campaign: Axe Hair Styling

May 21, 2013
Client: Axe/Lynx
Campaign: Axe Hair Styling
The brief: to launch the updated AXE hair styling range with a new proposition that brings the brand’s unique promise of attraction to the category.
The creative idea, ‘First Impressions Count’ highlights the importance of well styled hair when meeting that special someone for the first time. The work features style conscious guys taking their time to get their hair just right in unexpected scenarios, needless to say, the women of their affections are suitably impressed.
David Kolbusz, Deputy Executive Creative Director at BBH London, said: “We wanted to capture a simple truth about guys and their grooming habits. Whenever a man sees a woman he fancies, he tends to touch up his hair before making the initial approach. We dramatised this behaviour by setting it in the most extreme of circumstances.”

‘Pals’

May 4, 2013
On Saturday 4th May BBH London launches a charming new TV campaign for Robinsons, the fruit squash brand owned by leading soft drinks manufacturer, Britvic. The film, ‘Pals’, will run as 60 and 30 second executions and launches on ITV1 at 20:05pm during Britain’s Got Talent.
The campaign is based on the idea that Robinsons champions brilliant moments of energetic family play. The strategy is rooted in the insight that the closest, happiest family moments are when parents play energetically with their kids - running around, rough and tumble, tickle-till-it-hurts, proper out-of-breath play - because they’re completely engrossed and caught up in the moment. In fact, when parents and kids play together, it’s like they’re best mates.
The emotive 60-second film celebrates the simple brilliance of energetic family play. It captures the relationship between two boys and follows them as they enjoy kicking a football around the park, throwing stones into a river and having ‘sword’ fights with twigs.
After racing home exhausted, the boys glug down two glasses of Robinsons, and soon after one of them falls asleep. The other unties his shoes and carries him up the stairs, before tucking him into bed. In the next shot it is revealed that the boy who has been carrying his mate is in fact the dad, carrying his small son to bed. The film ends with the line ‘It’s good to be a dad. It’s better to be a friend.’
‘Pals’ was shot by directing duo Si & Ad at Academy Films. The pair are perhaps best known for their work on Match.com, which picked up Golds at almost all awards shows around the world, including Cannes, AICP, the British Arrows and the One Show. They were also behind last year’s Durex ‘Vinyl’ and Thinkbox ‘Harvey & Rabbit’, and were named number 4 on Campaign’s Best Directors of 2012 list.

BBH LONDON DISRUPTS THE ORDINARY IN BOLD NEW CAMPAIGN FOR HEINEKEN BEER BRAND

April 29, 2013
Zagorka entertains with ‘A taste less ordinary’
BBH London is launching a brave new positioning for Zagorka, the premium Bulgarian beer owned by Heineken, with a charming campaign that aims to disrupt the traditional local media landscape.
Zagorka is Bulgaria’s most historic beer and a great source of national pride. However, in recent years, with an influx of foreign brands, and a fall of national pride, Zagorka has unfortunately lost some of its magic, becoming increasingly seen part of Bulgaria's past. BBH was tasked with getting young Bulgarians to re-engage with their nation’s beer, to remind and reaffirm to them that Zagorka has more to it, in its story and its taste.
The resulting campaign, ‘A taste less ordinary’, reframes Zagorka as the antithesis of the mundane, based on the product truth of Zagorka’s superior quality in it’s local market. The strategy aims to disrupt the traditional local media landscape, surprising and entertaining the audience with something unfamiliar.
Created by BBH London, the bold new campaign includes a series of seven TV adverts shot by acclaimed director Augusto Zapiola. Filmed in Buenos Aires last month, they show a sequence of increasingly bizarre events occurring in a bar featuring two regulars.
The films are accompanied by outdoor print executions shot by the legendary Jean-Yves Lemoigne. The stunning print work captures a range of unusual characters hesitant to open their bottle of Zagorka, in case the unpredictable should happen.
Pablo Marques, Creative Director at BBH London, commented:
“Zagorka has the foundations of a great beer brand: a distinctive taste and a unique national heritage. It used to be known affectionately by locals as 'the special beer'. ‘A taste less ordinary’ is a charming idea which aims to remind people that Zagorka is far from a dull local brew. It serves as good creative framework for the brand and it can be subverted, parodied and owned over time.”

Mentos launches global campaign to introduce new "Stay Fresh" brand line

March 19, 2013

New campaign from BBH London warns ‘Don’t Become Your Dad’

The week Mentos, the confectionery brand owned by Perfetti Van Melle, launches an integrated advertising campaign which introduces the new ‘Stay Fresh’ brand end line. The campaign, which comprises TV, press and outdoor executions, will launch in Europe and roll out out across other markets, including the US.

‘Stay Fresh’ encapsulates Mentos’ mission of helping the world be fresher by transforming the predictable moments of everyday life. The new campaign, ‘Don’t Become Your Dad’, continues the irreverent tone of previous Mentos advertising and depicts what can happen when you forget to ‘stay fresh’.

Created by BBH London, the three 30 second films play on the universal fear we have of prematurely turning into our parents. The ads show young guys who, much to the embarrassment of their friends, have the unfortunate tendency to deploy behaviours that are more suited to their fathers. There’s the guy who turns down the offer of a ride from two beautiful girls because their car doesn’t have seatbelts, and the student in the library unable to silence his embarrassing ringtone because he can’t work out how to use his mobile phone.

The series of comedic films were shot in LA by Tim Godsall through Biscuit Filmworks. Godsall also recently directed the Axe Apollo ‘Lifeguard’ and ‘Fireman’ films for BBH, and the Guardian ‘Own the Weekend’ campaign.

The campaign was created by BBH London creatives Simon Pearse and Emmanuel Saint M’Leux, and Creative Director Marc Hatfield.

New "Weetabix with chocolate" campaign launches

March 11, 2013

Weetabix, Britain’s number one breakfast cereal, launches a brand new £1.8 million cross-channel campaign on 11th March for its new and improved Weetabix with Chocolate variant (formerly Chocolate Weetabix).

The new TV advertising campaign, created by advertising agency BBH, re-launches Weetabix with Chocolate as Weetabix fuel with a great chocolate taste. ‘Sibling rivalry’ is the resulting 60-second film; the story of a brother and sister competing over who has the biggest day, with the winner set to eat the last tasty Weetabix with Chocolate.

The 30” and 40” ads will run for 4 weeks an entertaining execution running across mass market channels such as ITV1, Channel 4, Five, E4, ITV2, Sky One and Sky Living.

The new name and re-launch aims to communicate and reassure parents of the product’s positive health credentials, aligning it with the Weetabix ‘Fuel for Big Days’ brand strategy which launched in 2011. The ‘Sibling Rivalry’ creative follows last year’s successful launch of Weetabix Baked with Golden Syrup and the ‘Dad’s Day Out’ TV advert, also by BBH.

The campaign will be supported with digital activity including a Mumsnet partnership. There will also be a new Facebook application featuring Slingshot capability which allows users to put products straight into their online shopping baskets with major supermarkets.

Ben Cooper, Group Brand Manager at Weetabix said: “We have great ambition for the Weetabix with Chocolate product and are putting a considerable media spend behind the re-launch. We want to communicate that Weetabix with Chocolate is Weetabix fuel with the added taste of Chocolate, making it an ideal option for Mums looking for a chocolate cereal. This new re-launch aligns the product with the brand’s ‘Fuel for Big Days’ campaign to confirm the product is Weetabix first and foremost.”